If you're horrified at the suggestion, clearly you're part of the generation this latest book is aimed at.For the rest of us, it's a welcome return to anonymity, to relinquishing the constant anxiety over whether you should be publicising how cool you are by tweeting your global positioning reference every time you enter a cool new bar or restaurant.
All told, it encouraged women to be a bit more cynical about their happily-ever- afters. When I ring them for our interview, both Fein and Schneider's phones refuse to accept my call because my number comes up as blocked.
As the gurus who invented call screening, curtailing any contact that isn't face-to-face as quickly as possible, and good old-fashioned ignoring, this strikes me as particularly apt.
"That is not repressive: that is called self-control and smart, effective behaviour.""We are feminists," adds Fein. We say go ahead and run a marathon and buy a condo and start a new business, just don't chase guys.
It's not good or bad, it just doesn't work."Such is the crisis that constant contact has caused in our consciousness that Fein and Schneider have also created a chart in the new book that will tell you how long to wait before you text a man back (hint: the lag period increases, the older and supposedly wiser you are, and leave at least four hours before replying to man's initial text, whatever your age)."Don't text him back immediately… Never double text," they suggest."If you want more from a guy, give less."It's good advice, written in the vein of now-famous post-Rules guides Why Men Love Bitches and He's Just Not That Into You; each is predicated on creating an epiphany moment in women, when they suddenly understand what it is that men want or need from them.
Fein and Schneider have even enlisted the help of their teenage daughters, to add their own take on romance in an over-connected era."These days, it doesn't matter whether a guy calls, texts or emails to ask you out," goes one of their hymeneal homilies, "as long as he asks you right." "Technology is great," continues Schneider. But it's the overuse of technology that is the problem. They're addicted to answering guys back in nanoseconds and they're not getting dates.